Short-Form Video Marketing Research Trends
A Systematic Literature Review and Bibliometric Analysis
DOI:
https://doi.org/10.55606/makreju.v4i3.4483Keywords:
Bibliometric Analysis, Digital Marketing, Short-Form Video Marketing, Social Commerce, Tiktok MarketingAbstract
Short-form video platforms such as Douyin, TikTok, YouTube Shorts, and Instagram Reels have transformed digital marketing by combining audiovisual storytelling, algorithmic distribution, and interactive engagement. This study aims to map research trends, intellectual structures, dominant themes, and future research directions in short-form video marketing. A mixed-methods systematic literature review was conducted by integrating bibliometric analysis and qualitative content analysis. Data were obtained from Scopus, yielding 143 initial documents published between 2019 and 2026. After applying inclusion and exclusion criteria, 74 articles were included in the bibliometric analysis, and 35 articles were selected for detailed content analysis. VOSviewer was used to examine keyword co-occurrence, while thematic analysis was applied to identify substantive research streams. The findings indicate rapid publication growth, especially from 2024 to 2026, with China emerging as the most productive country. Three intellectual clusters were identified: consumer response mechanisms, platform-specific and tourism marketing strategies, and social commerce with purchase intention. The study contributes by consolidating fragmented evidence and identifying key gaps related to cross-platform comparison, cultural validation, algorithmic mechanisms, AI-generated content, and ethical issues.
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